Beam Suntory and The Boston Beer Company have formed a long-term, strategic partnership to extend select brands: starting with expanding Sauza tequila further into RTDs and Truly Hard Seltzer into bottled spirits.
Hard seltzers dominated the alcohol conversation in 2019, and there’s been an uptick in flavored malt beverage (FMB) launches in response. Loverboy brings a healthier option to the small but growing hard tea category.
In a new deal inked with JetBlue, Truly Hard Seltzer will be the first official alcoholic seltzer of a US airline. Starting this fall, the Wild Berry flavor will be available on all JetBlue flights.
Truly has reformulated its 13 flavors of hard seltzer to make them ‘crisper and more refreshing,’ and will add four new SKUs with a flavored lemonade line.
